How Khadim brand stepping forward carrying its own legacy
The company has strong presence in the east and southern parts of the country.They have drawn up plans to add 100 stores every year
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Kolkata: Khadim India Ltd, the second largest footwear retailer in India, headquartered in Kolkata, has lined up an ambitious plan of adding 100-plus stores every year for the next few years, at least. At present, Khadim has as many as 768 branded exclusive retail stores across 23 States and 1 Union Territory nationally, with the largest presence in East India and being among the top three footwear brands in South India in terms of exclusive stores operating under the Khadim brand through the retail vertical.
"Nearly 62 per cent of our outlets are in tier-II, tier-III cities. We have a very strong presence in the east and southern parts of the country. We have drawn up plans to add 100 stores every year. This round of expansion plan would include north Indian States such as Punjab, Haryana, Rajasthan, Eastern Uttar Pradesh and in the western part – Gujrat and Maharashtra," said the official spokesman of the company.
Beginning its journey in the early 1960s as a humble shoe store in North Kolkata's Chitpur area, Khadim, over the years, has become a popular and much-loved footwear brand of the new millennials. "We are now striving to become an emerging brand in the west and north India as well. The core business objective of Khadim is 'Fashion for Everyone', and the company has successfully established an identity as an 'affordable fashion' brand, catering to the entire family for all occasions," the spokesman said.
The asset light model expansion strategy of the brand continued to strengthen its retail presence in tier II and III cities by opening 21 new retail stores during the third quarter taking the total retail presence to 768 stores. The company has achieved steady revenue growth across both its businesses-retail and distribution, and significant improvement in margins for Q3FY22.
Interestingly, thanks to the festive season, Q3 has always been a very special quarter for brands which deal with retail and fashion. Khadim as a brand saw a good festive season this financial year. With the introduction of its trendy, edgy and vibrant product lines just before the festive season, the brand gained good momentum in terms of sales. Even the distribution business gained good traction in the festive season with the introduction of new range of products across the sports, PU and Hawai categories.
During the festive season, Khadim initiated a digitally focused marketing strategy aimed at the youth with numerous regional celebrities. Khadim launched #AbarPujoyJustKhadim and #DilMeinDiwaliAurPaironMeinKhadim campaigns which enabled the brand to re-establish its strategy to gain a TOPM recall of youngsters, Namrata Ashok Chotrani, CEO of Khadim India Limited, said.
In fact, the current ambitious expansion plan is backed by a healthy revenue growth and a robust growth in profit. The revenue from operations for Q3FY22 grew by 14 per cent QoQ and 6 per cent YoY to Rs 185.04 crore from Rs 161.64 crore in Q2FY22 and Rs 174.08 crore in Q3FY21. The company's Profit before tax for Q3FY22 amounted to Rs 10.13 crore (5.5 per cent) compared to a profit of Rs 6.19 crore (3.8 per cent) in Q2FY22 and a profit of Rs 3.49 (2 per cent) in Q3FY21.
